The headline in large type says "Full Self-Driving Capability"
The normal-sized text says "Your car will be able to drive itself almost anywhere with minimal driver intervention and will continuously improve"
Only once you get to the small font do you get "The currently enabled features require active driver supervision and do not make the vehicle autonomous. The activation and use of these features are dependent on achieving reliability far in excess of human drivers as demonstrated by billions of miles of experience, as well as regulatory approval, which may take longer in some jurisdictions. As these self-driving features evolve, your car will be continuously upgraded through over-the-air software updates."
This is not a truly honest presentation of the feature. It starts by selling the end goal that may or may not be achieved at some undefined point in the future. Then in small print it says the current features don't actually make the car autonomous.
Honest presentation might be something with a headline like "Self-Driving Beta" and in normal text say "Access to current and all future updates as we work toward full self driving. Currently self-driving can navigate most conditions under human supervision. By purchasing self-driving now you automatically get all future improvements as we continuously work toward fully autonomous driving".
If it were up to me I'd also sell this as a perk for "investing" in the company: if you buy self-driving now transfer it to your next Tesla vehicle for free. That makes it a reward for paying $12k for a beta feature and more importantly eliminates any worries that actual full self driving won't arrive before you upgrade vehicles. It also encourages people to be repeat customers.
edit: It appears I was out of date. Tesla now allows you to transfer lifetime supercharging and/or FSD to a new Tesla for free so that's a nice perk and one they should lead with and commit to long-term.